? Heinz has introduced “breakfast ketchup,” which is being sold in maple-syrup-like bottles. The company is hoping to boost sales of the condiment for what some consider an unlikely meal. Heinz, though, maintains one in four people already use ketchup at breakfast.

The argument over whether ketchup belongs on eggs has been thriving for generations. Now Heinz is weighing in—and its answer likely won’t surprise anyone.

Heinz has introduced “breakfast ketchup,” its first official run at “the most important meal of the day” in its 150 years. The maple-syrup-shaped bottle holds the same stuff you put on your burgers and fries, but might look more appropriate alongside your juice carafe.

“We know there are people out there who don’t believe in ketchup touching their eggs and bacon, but our stance is clear: Ketchup Is For Breakfast,” the company declared.

Heinz told Food & Wine that one in four people use ketchup as their go-to condiment for breakfast foods. And it’s putting its money where its tomato-based condiment is, placing digital ads across New York subways to encourage commuters to remember to use it with their breakfast. (Ketchup on bagels with lox? Look, Heinz, we have to talk…)

The company has also struck a partnership with the New York Times to launch a custom Wordle game. And in a move that even am ketchup haters will have to tip their hat at, it has arranged for the special bottles to be on tables at 100 Waffle House locations around the country.

Ketchup is a growing sector of the food and beverage market. It was valued at $20.5 billion in 2023 and is expected to reach $26.9 billion by 2033, according to Spherical Insights. Heinz is the market leader, but faces competition from Hunt’s as well as boutique and store brands.